Social Commerce

The Rise of Social Commerce Aggregators

The Attack of the Groupon Clones I and II and The Return of The Private Sale are creating a new niche in social commerce market – sites that aggregate local and private sale club events respectively into personalized deal feeds/alerts (email, SMS or RSS), that can be customized by varying degrees to personal tastes.

Yipit, LocalOfferLounge, DailyFlock, 8Coupons and DealRomeo all aggregate deals from the ever-expanding number of local Group-Buy (Tuangou) deal sites, whilst recently launched MyNines does the same for private sale sites (TechCrunch coverage).  The appeal for users is obvious – stop ‘sale spam’ from clogging up your inbox, but still get the deal you want from the brand you want.

Social Commerce aggregators many not only be an opportunity for start-ups, but also for brands looking to offer a useful social media service to their fans and followers. HSBC has gone someway towards this end – not by aggregating Group-Buy or Private Sale Club deals, but by simply aggregating ratings, reviews and comments on it’s public facing social media dashboard.


Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

0 Comments Add New Comment

  1. Mark says:

    I can't actually believe how quick this market is becoming saturated. Also, it seems that the group buying sites can't seem to maintain their high standard of deals for much longer

  2. Hi Mark, thanks for the comment – we agree the market is fast becoming saturated. Our guess is that we'll see a) more niche group-buy sites emerge for specialist interest communities, including B2B sites for group procurement, b) a consolidation of players, and c) magazines/newspapers adopt them as a way to monetize their readerships – like a new generation of classified ads.

    But as you warn, maintaining high quality deals will be key for traction…

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